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100 Things Every Designer Needs to Know About People Susan Weinschenk SECOND EDITION TO ABOUT KNOW TO 1EVERY00 DESIGNER NEEDSTHINGS TO KNOW ABOUT PEOPLE SUSAN M. WEINSCHENK, Ph.D. PEOPLE 100 Things Every Designer Needs to Know About People Susan Weinschenk Peachpit Press www.peachpit.com Copyright © 2020 by Susan Weinschenk. All Rights Reserved. Peachpit Press is an imprint of Pearson Education, Inc. To report errors, please send a note to [email protected] Notice of Rights This publication is protected by copyright, and permission should be obtained from the publisher prior to any prohibited reproduction, storage in a retrieval system, or transmission in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise. For information regarding permissions, request forms and the appropriate contacts within the Pearson Education Global Rights & Permissions department, please visit www. pearson.com/permissions. Notice of Liability The information in this book is distributed on an “As Is” basis, without warranty. While every precaution has been taken in the preparation of the book, neither the author nor Peachpit shall have any liability to any person or entity with respect to any loss or damage caused or alleged to be caused directly or indirectly by the instructions con- tained in this book or by the computer software and hardware products described in it. Trademarks Unless otherwise indicated herein, any third party trademarks that may appear in this work are the property of their respective owners and any references to third party trademarks, logos or other trade dress are for demon- strative or descriptive purposes only. Such references are not intended to imply any sponsorship, endorsement, authorization, or promotion of Pearson Education, Inc. products by the owners of such marks, or any relationship between the owner and Pearson Education, Inc., or its affiliates, authors, licensees or distributors. Executive Editor: Laura Norman Development Editor: Jeff Riley Senior Production Editor: Tracey Croom Copy Editor: Scout Festa Compositor: Maureen Forys, Happenstance Type-O-Rama Proofreader: Kim Wimpsett Indexer: James Minkin Cover Design: Mimi Heft with Chuti Prasertsith Interior Design: Maureen Forys, Happenstance Type-O-Rama ISBN 13: 978-0-13-674691-1 ISBN 10: 0-13-674691-8 ScoutAutomatedPrintCode ACKNOWLEDGMENTS I am grateful to Jeff Riley, my developmental editor, who helped me with the first and second editions of this book and many other books in between. Thank you to the Pearson team for their support and great work on cover design, graphics, layout, publishing, and distributing. DEDICATION Dedicated to the memory of Miles and Jeanette Schwartz. Wish you were here to share the book with. CONTENTS THE PSYCHOLOGY OF DESIGN xv HOW PEOPLE SEE 1 WHAT YOU SEE ISN’T WHAT YOUR BRAIN GETS 2 2 PERIPHERAL VISION IS USED MORE THAN CENTRAL VISION TO GET THE GIST OF WHAT YOU SEE 5 3 PEOPLE IDENTIFY OBJECTS BY RECOGNIZING PATTERNS 8 4 THERE’S A SPECIAL PART OF THE BRAIN JUST FOR RECOGNIZING FACES 10 5 THERE’S A SPECIAL PART OF THE BRAIN FOR PROCESSING SIMPLE VISUAL FEATURES 13 6 PEOPLE SCAN SCREENS BASED ON PAST EXPERIENCE AND EXPECTATIONS 15 7 PEOPLE SEE CUES THAT TELL THEM WHAT TO DO WITH AN OBJECT 17 8 PEOPLE CAN MISS CHANGES IN THEIR VISUAL FIELDS 21 9 PEOPLE BELIEVE THAT THINGS THAT ARE CLOSE TOGETHER BELONG TOGETHER 23 10 RED AND BLUE TOGETHER ARE HARD ON THE EYES 24 11 NINE PERCENT OF MEN AND ONE-HALF PERCENT OF WOMEN ARE COLOR-BLIND 25 12 COLORS MEAN DIFFERENT THINGS TO DIFFERENT CULTURES 29 HOW PEOPLE READ 13 IT’S A MYTH THAT WORDS IN ALL CAPS ARE INHERENTLY HARD TO READ 32 14 READING AND COMPREHENDING ARE TWO DIFFERENT THINGS 35 v 15 PATTERN RECOGNITION HELPS PEOPLE IDENTIFY LETTERS IN DIFFERENT FONTS 40 16 FONT SIZE MATTERS 43 17 READING A SCREEN IS HARDER THAN READING PAPER 45 18 PEOPLE READ FASTER WITH A LONGER LINE LENGTH, BUT THEY PREFER A SHORTER LINE LENGTH 46 HOW PEOPLE REMEMBER 19 SHORT-TERM MEMORY IS LIMITED 50 20 PEOPLE REMEMBER ONLY FOUR ITEMS AT ONCE 52 21 PEOPLE HAVE TO USE INFORMATION TO MAKE IT STICK 55 22 IT’S EASIER TO RECOGNIZE INFORMATION THAN RECALL IT 57 23 MEMORY TAKES A LOT OF MENTAL RESOURCES 59 24 PEOPLE RECONSTRUCT MEMORIES EACH TIME THEY REMEMBER THEM 61 25 IT’S A GOOD THING THAT PEOPLE FORGET 63 26 THE MOST VIVID MEMORIES ARE WRONG 65 HOW PEOPLE THINK 27 PEOPLE PROCESS INFORMATION BETTER IN BITE-SIZED CHUNKS 68 28 SOME TYPES OF MENTAL PROCESSING ARE MORE CHALLENGING THAN OTHERS 71 29 MINDS WANDER 30 PERCENT OF THE TIME 74 30 THE MORE UNCERTAIN PEOPLE ARE, THE MORE THEY DEFEND THEIR IDEAS 76 31 PEOPLE CREATE MENTAL MODELS 78 32 PEOPLE INTERACT WITH CONCEPTUAL MODELS 80 33 PEOPLE PROCESS INFORMATION BEST IN STORY FORM 82 34 PEOPLE LEARN BEST FROM EXAMPLES 85 35 PEOPLE ARE DRIVEN TO CREATE CATEGORIES 87 vi CONTENTS 36 TIME IS RELATIVE 89 37 PEOPLE SCREEN OUT INFORMATION THAT DOESN’T FIT THEIR BELIEFS 91 38 PEOPLE CAN BE IN A FLOW STATE 93 39 CULTURE AFFECTS HOW PEOPLE THINK 95 HOW PEOPLE FOCUS THEIR ATTENTION 40 ATTENTION IS SELECTIVE 98 41 PEOPLE HABITUATE TO INFORMATION 100 42 WELL-PRACTICED SKILLS DON’T REQUIRE CONSCIOUS ATTENTION 101 43 EXPECTATIONS OF FREQUENCY AFFECT ATTENTION 103 44 SUSTAINED ATTENTION LASTS ABOUT 10 MINUTES 105 45 PEOPLE PAY ATTENTION ONLY TO SALIENT CUES 106 46 PEOPLE ARE WORSE AT MULTITASKING THAN THEY THINK 107 47 DANGER, FOOD, SEX, MOVEMENT, FACES, AND STORIES GET THE MOST ATTENTION 110 48 LOUD NOISES STARTLE AND GET ATTENTION 112 49 FOR PEOPLE TO PAY ATTENTION TO SOMETHING, THEY MUST FIRST PERCEIVE IT 114 WHAT MOTIVATES PEOPLE 50 PEOPLE ARE MORE MOTIVATED AS THEY GET CLOSER TO A GOAL 118 51 VARIABLE REWARDS ARE POWERFUL 120 52 DOPAMINE STIMULATES THE SEEKING OF INFORMATION 123 53 UNPREDICTABILITY KEEPS PEOPLE SEARCHING 125 54 PEOPLE ARE MORE MOTIVATED BY INTRINSIC REWARDS THAN BY EXTRINSIC REWARDS 127 55 PEOPLE ARE MOTIVATED BY PROGRESS, MASTERY, AND CONTROL 129 56 PEOPLE ARE MOTIVATED BY SOCIAL NORMS 131 CONTENTS vii 57 PEOPLE ARE INHERENTLY LAZY 132 58 PEOPLE WILL LOOK FOR SHORTCUTS ONLY IF THE SHORTCUTS ARE EASY 135 59 PEOPLE ASSUME IT’S YOU, NOT THE SITUATION 136 60 FORMING OR CHANGING A HABIT IS EASIER THAN YOU THINK 138 61 PEOPLE ARE MORE MOTIVATED TO COMPETE WHEN THERE ARE FEWER COMPETITORS 140 62 PEOPLE ARE MOTIVATED BY AUTONOMY 142 PEOPLE ARE SOCIAL ANIMALS 63 THE “STRONG TIE” GROUP SIZE LIMIT IS 150 PEOPLE 144 64 PEOPLE ARE HARD WIRED FOR IMITATION AND EMPATHY 147 65 DOING THINGS TOGETHER BONDS PEOPLE TOGETHER 149 66 PEOPLE EXPECT ONLINE INTERACTIONS TO FOLLOW SOCIAL RULES 151 67 PEOPLE LIE TO DIFFERING DEGREES DEPENDING ON THE MEDIUM 153 68 SPEAKERS’ BRAINS AND LISTENERS’ BRAINS SYNC UP DURING COMMUNICATION 156 69 THE BRAIN RESPONDS UNIQUELY TO PEOPLE YOU KNOW PERSONALLY 157 70 LAUGHTER BONDS PEOPLE TOGETHER 159 71 PEOPLE CAN TELL WHEN A SMILE IS REAL OR FAKE MORE ACCURATELY WITH VIDEO 162 HOW PEOPLE FEEL 72 SOME EMOTIONS MAY BE UNIVERSAL 166 73 POSITIVE FEELINGS ABOUT A GROUP CAN LEAD TO GROUPTHINK 169 74 STORIES AND ANECDOTES PERSUADE MORE THAN DATA ALONE 170 75 IF PEOPLE CAN’T FEEL, THEN THEY CAN’T DECIDE 171 76 PEOPLE ARE PROGRAMMED TO ENJOY SURPRISES 173 77 PEOPLE ARE HAPPIER WHEN THEY’RE BUSY 175 viii CONTENTS 78 PASTORAL SCENES MAKE PEOPLE HAPPY 177 79 PEOPLE USE “LOOK AND FEEL” AS THEIR FIRST INDICATOR OF TRUST 179 80 LISTENING TO MUSIC RELEASES DOPAMINE IN THE BRAIN 181 81 THE MORE DIFFICULT SOMETHING IS TO ACHIEVE, THE MORE PEOPLE LIKE IT 182 82 PEOPLE OVERESTIMATE REACTIONS TO FUTURE EVENTS 184 83 PEOPLE FEEL MORE POSITIVE BEFORE AND AFTER AN EVENT THAN DURING IT 185 84 PEOPLE WANT WHAT IS FAMILIAR WHEN THEY’RE SAD OR SCARED 187 PEOPLE MAKE MISTAKES 85 PEOPLE WILL ALWAYS MAKE MISTAKES; THERE IS NO FAIL-SAFE PRODUCT 190 86 PEOPLE MAKE ERRORS WHEN THEY ARE UNDER STRESS 192 87 NOT ALL MISTAKES ARE BAD 196 88 PEOPLE MAKE PREDICTABLE TYPES OF ERRORS 197 89 PEOPLE USE DIFFERENT ERROR STRATEGIES 200 HOW PEOPLE DECIDE 90 PEOPLE MAKE MOST DECISIONS UNCONSCIOUSLY 204 91 THE UNCONSCIOUS KNOWS FIRST 206 92 PEOPLE WANT MORE CHOICES AND INFORMATION THAN THEY CAN PROCESS 208 93 PEOPLE THINK CHOICE EQUALS CONTROL 210 94 PEOPLE MAY CARE ABOUT TIME MORE THAN THEY CARE ABOUT MONEY 212 95 MOOD INFLUENCES THE DECISION- MAKING PROCESS 214 96 YOU CAN ENGINEER BETTER GROUP DECISIONS 216 97 PEOPLE MAKE HABIT-BASED DECISIONS OR VALUE-BASED DECISIONS, BUT NOT BOTH AT THE SAME TIME 218 CONTENTS ix 98 WHEN PEOPLE ARE UNCERTAIN, THEY LET OTHERS DECIDE WHAT TO DO 220 99 PEOPLE THINK OTHERS ARE MORE EASILY INFLUENCED THAN THEY ARE THEMSELVES 222 100 PEOPLE VALUE A PRODUCT MORE HIGHLY WHEN IT’S PHYSICALLY IN FRONT OF THEM 224 REFERENCES 227 INDEX 237 x CONTENTS THE PSYCHOLOGY OF DESIGN Whether you’re designing a website, an app, software, or a medical device, the more you know about people, the better experience you will be able to design for your audience. Your audience’s experience is profoundly impacted by what you know—or don’t know—about them. How do they think? How do they decide? What motivates them to click or purchase or whatever it is you want them to do? You’ll learn these things in this book. You’ll also learn what grabs attention, what errors people make and why, and other things that will help you design. And you’ll design better because I’ve already done most of the heavy lifting for you.
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